Wednesday, January 31, 2007

Redefining or reinforcing tired stereotypes?

Marketing materials touting "SportsBabes," an online sports show that launches tomorrow, promise a "groundbreaking" program. Why? Apparently because the "super attractive women" who will host the show -- including a former beauty queen, a "Latina-lovely," and a "super-cute Texas native" -- are also intelligent and "super sports savvy." The women will host daily shows that last about 5 minutes, and the creator Smashtube hopes to snag (surprise!) sports fans in the coveted 20- and 30-something demographic through online channels such as YouTube.
Never mind the assumption behind this ad -- that most women are not intelligent or savvy. What's groundbreaking about positioning women in sports-related programming as "eye candy?"

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